Making an experiential splash for NBA/New York Knicks star Carmelo Anthony’s new Brand Jordan basketball shoe, the Melo M8, Wieden+Kennedy, New York, created the M8 NYC Flight Event, an epic nighttime show last week (10/20) on the Hudson River’s Pier 54. An audience of over 2,500–enjoying a live set from New York’s very own Nas–were surprised by an unannounced projection show of a three-story-tall Melo walking, dribbling and dunking on water.
The performance combined water holograms and 3D-mapping projections across multiple surfaces, including the side of a pier building and massive walls of mist on the river itself. This larger-than-life Melo interacted with his real surroundings, sending explosive shockwaves and sound effects splashing across the water as he made moves and ultimately dunked on the pier.